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NBA agrees e-commerce tie-up in the Philippines

Photo by Jeenah Moon/Getty Images

The National Basketball Association has agreed a deal with Filipino basketball apparel retailer Titanomachy International (Titan) to launch an official online store for the league in the market.

The new store, NBAStore.com.ph, will go live on August 6, and will offer merchandise from all 30 teams, including jerseys, shirts, footwear, headwear, outerwear, and accessories, as well as equipment from brands including Nike, Jordan Brand, Mitchell & Ness, New Era, Herschel, Spalding and Stance.

The move online comes two years after the NBA closed down its retail outlets in the country. The new store is the league’s 25th branded international online store.

Commenting on the launch, Lesley Rulloda, NBA Asia associate vice president of global merchandising said: “Our partnership with Titan provides an exciting opportunity to engage and deliver an enhanced digital retail experience to NBA fans in the Philippines. We look forward to providing passionate Filipino fans with unprecedented access to authentic NBA products through the relaunch of the league’s online store.

“Our newly-forged partnership with the NBA will enable us to cater to a wider range of Filipino basketball fans and equip them with new ways to express their love for their favorite teams, players and league,” said Mike Ignacio, managing director of Titan.

Sports ecommerce is growing in significance in Asia, with Western rights-holders seeing potential for revenue growth. Among the recent developments in the space, in June English Premier League champions Liverpool unveiled an official online retail store concept in Japan, in conjunction with in-market partner Kamo. The portal provides fans in Japan access to the full range of replica kit and authentic Liverpool FC merchandise, apparel and fashion accessories.

LaLiga, via its new joint-venture in China with Mediapro and Super Sports Media, is in the process of creating a new ecommerce store aimed at the Chinese market.

Asian online retail platforms are among the most innovative and fast-growing in the world. Recent trends in the region include the use of live video streams to showcase products. Nike and Adidas run regular, sometimes daily, ecommerce live streaming sessions on their online stores in China.